Career Highlights. Learn More About Me 11/09/2012. Hamlet Batista. Why Pay for Performance When You Can Lead the World To Your Door for Free?

Transcription

1 Why Pay for Performance When You Can Lead the World To Your Door for Free? Hamlet Batista Owner, Hamlet Batista Group Career Highlights : Affiliate marketer, 1 st page rankings in Google for Viagra, 7 figures in commissions : Inventor, granted patents for enterprise and small business SEO technology (RankSense, Altruik s Product Priority ) : Technical review editor. The Art of SEO first and second editions 2012: EB1 Green Card - Alien of Extraordinary Ability (Search Engine Optimization) Learn More About Me 1

2 Why SEO? Agenda SEO Toolkit: 10 Valuable Tools Basics of SEO: 15 Proven and Measurable SEO Tactics to Get Results Tactic Overview Performance Goal Time to See Results KPIs Impact Implementation Cost 2

3 SEO Toolkit Google Webmaster Tools Google Adwords Keyword Tool Firebug & Web Developer Tools Sitemaps.org Schema.org Screaming Frog Splunk Amazon s Mechanical Turk Link Research Tools Rich Snippets Testing Tool Google Webmaster Tools Google Adwords Keyword Tool 3

4 Firebug & Web Developer Tools Schema.org Sitemaps.org 4

5 Screaming Frog Splunk Amazon s Mechanical Turk 5

6 Rich Snippets Testing Tool Link Research Tools Tactic #1: Write descriptive titles and meta descriptions Goal: Increase organic click-throughs Time to See Results: 1 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : CTR Implementation Cost: 3 (1-5 scale ) 1 is least expensive 6

7 Write descriptive titles and meta descriptions Treat them as ads Incorporate main keywords naturally Don t obsess over lengths Results Potential Assumptions: 800,000 monthly search impressions 22,000 monthly search clicks $1 in sales per search click Search Search Impressions Impressions 800, ,000 Search Clicks 22,000 Projected Clicks 28,600 CTR 2.75% CTR +30% 3.58% Projected Revenue $22,000 Revenue $28,600 7

8 Tactic #2: Optimize mobile pages Goal: Increase keyword rankings Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 2 (1-5 scale ) 1 is least expensive Optimize mobile pages for SEO On the desktop page, add rel= alternate pointing to the corresponding mobile URL On the mobile page, add rel= canonical pointing to the corresponding desktop URL Can be done in the HTML or in the XML sitemap(s) Include Vary HTTP header if your site automatically redirects mobile users visiting the desktop site 8

9 Results Potential Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries 12,096 Search Queries 14, Search Clicks 22,000 Projected Clicks 28,600 Clicks per Query Clicks per Query % 3.58% Projected Revenue $22,000 Revenue $28,600 Tactic #3: Display video thumbnails Goal: Increase organic click-troughs Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : CTR Implementation Cost: 2 (1-5 scale ) 1 is least expensive 9

10 Display Video Thumbnails How to get them Add one of the supported formats to the on-page markup: Schema.org/VideoObject (recommended) Facebook Share Yahoo s RDFa Video Thumbnails Results Potential Assumptions: 800,000 monthly search impressions 22,000 monthly search clicks $1 in sales per search click Search Search Impressions Impressions 800, ,000 Search Clicks 22,000 Projected Clicks 28,600 CTR 2.75% CTR +30% 3.58% Projected Revenue $22,000 Revenue $28,600 Tactic #4: Optimize images Goal: Increase keyword rankings Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 4 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 1 (1-5 scale ) 1 is least expensive 10

11 Optimize images for SEO Include the product name as ALT text for every product image Create an image XML sitemap Results Potential Search Queries 12,096 Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries +20% 14, Search Clicks 22,000 Projected Clicks 26,418 Clicks per Query 1.82 Clicks per Query 1.82 Projected Revenue $22,000 Revenue $26,418 11

12 Tactic #5: Optimize videos Goal: Increase keyword rankings Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 4 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 1 (1-5 scale ) 1 is least expensive Optimize videos for SEO Make sure each video has unique meta data: title, description, etc. Create a video XML sitemap 12

13 Results Potential Search Queries 12,096 Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries +20% 14, Search Clicks 22,000 Projected Clicks 26,418 Clicks per Query 1.82 Clicks per Query 1.82 Projected Revenue $22,000 Revenue $26,418 Tactic #6: Find keyword opportunities Goal: Increase keyword rankings Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 4 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 2 (1-5 scale ) 1 is least expensive 13

14 Find Keyword Opportunities Step 1 Find Keyword Opportunities Step 2 Find Keyword Opportunities Step 3 14

15 Find Keyword Opportunities Step 4 Results Potential Search Queries 12,096 Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries +20% 14, Search Clicks 22,000 Projected Clicks 26,418 Clicks per Query 1.82 Clicks per Query 1.82 Projected Revenue $22,000 Revenue $26,418 Tactic #7: Rewrite manufacturer descriptions Goal: Increase keyword rankings Time to See Results: 2 ( 1-5 scale) 1 is least amount of time Impact: 4 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 3 (1-5 scale ) 1 is least expensive 15

16 Rewrite manufacturer s descriptions Rewrite manufacturer s descriptions Create rewriting rules/guidelines Leverage crowds: Amazon Mechanical Turk, TextBroker, MediaPiston 16

17 Results Potential Search Queries 12,096 Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries +20% 14, Search Clicks 22,000 Projected Clicks 26,418 Clicks per Query 1.82 Clicks per Query 1.82 Projected Revenue $22,000 Revenue $26,418 Tactic #8: Fix infinite crawl spaces Goal: Increase search visibility Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 1 (1-5 scale) 1 is most impactful KPI : # of pages getting search clicks Implementation Cost: 2(1-5 scale ) 1 is least expensive 17

18 Infinite Crawl Spaces Infinite Crawl Spaces Infinite Crawl Spaces 18

19 Infinite Crawl Spaces Results Potential Assumptions: 3,270 pages with search clicks in a month 22,000 monthly search clicks $1 in sales per search click Pages with Pages with Search Clicks +50% Search Clicks 3,270 4,905 Clicks 22,000 Projected Clicks 33, Clicks per Page 6.73 Clicks per Page 6.73 Projected Revenue $22,000 Revenue $33, Tactic #9: Fix stale content issues Goal: Increase search visibility Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 2 (1-5 scale) 1 is most impactful KPI : # of 404 errors, # of pages getting search clicks Implementation Cost: 3 (1-5 scale ) 1 is least expensive 19

20 Address Stale Content 20

21 Address Stale Content Best Practices How to address stale content issues: Return proper 404 code for non-existent URLs. Also provide an useful 404 page to users Retired products, categories or content pages should be 301 redirected to a) equivalent pages b) parent category pages Don t redirect all missing URLs to the home page! Results Potential Assumptions: 3,270 pages with search clicks in a month 22,000 monthly search clicks $1 in sales per search click Pages with Pages with Search Clicks +40% Search Clicks 3,270 4,578 Clicks 22,000 Projected Clicks 30, Clicks per Page 6.73 Clicks per Page 6.73 Projected Revenue $22,000 Revenue $30,

22 Tactic #10: Fix canonicalization issues Goal: Increase search visibility Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : # of pages getting search clicks Implementation Cost: 1 (1-5 scale ) 1 is least expensive Fix Canonicalization Issues Symptoms of duplicate content problems: Crawl Activity (Infinite Crawl Spaces) Internal Links Duplicate Meta Data 22

23 The Duplicate Content Opportunity Results Potential Assumptions: 3,270 pages with search clicks in a month 22,000 monthly search clicks $1 in sales per search click Pages with Pages with Search Clicks +30% Search Clicks 3,270 4,251 Clicks 22,000 Projected Clicks 28, Clicks per Page 6.73 Clicks per Page 6.73 Projected Revenue $22,000 Revenue $28, Tactic #11: Fix duplicate meta data Goal: Increase search visibility Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : # of pages getting search clicks Implementation Cost: 2 (1-5 scale ) 1 is least expensive 23

24 Duplicate Meta Data Results Potential Assumptions: 3,270 pages with search clicks in a month 22,000 monthly search clicks $1 in sales per search click Pages with Pages with Search Clicks +30% Search Clicks 3,270 4,251 Clicks 22,000 Projected Clicks 28, Clicks per Page 6.73 Clicks per Page 6.73 Projected Revenue $22,000 Revenue $28,

25 Tactic #12: Leverage rich snippets Goal: Increase organic click-throughs Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : CTR Implementation Cost: 3 (1-5 scale ) 1 is least expensive 25

26 Leverage Rich Snippets GOOD BAD Submission Form Results Potential Assumptions: 800,000 monthly search impressions 22,000 monthly search clicks $1 in sales per search click Search Search Impressions Impressions 800, ,000 Search Clicks 22,000 Projected Clicks 28,600 CTR 2.75% CTR +30% 3.58% Projected Revenue $22,000 Revenue $28,600 26

27 Tactic #13: Optimize site navigation Goal: Increase search visibility Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 3 (1-5 scale) 1 is most impactful KPI : # of pages getting search clicks Implementation Cost: 3 (1-5 scale ) 1 is least expensive Optimize Site Navigation for SEO 27

28 Best Practices Implement interactivity using CSS or Javascript Keep the links and content in regular HTML Results Potential Assumptions: 3,270 pages with search clicks in a month 22,000 monthly search clicks $1 in sales per search click Pages with Pages with Search Clicks +30% Search Clicks 3,270 4,251 Clicks 22,000 Projected Clicks 28, Clicks per Page 6.73 Clicks per Page 6.73 Projected Revenue $22,000 Revenue $28, Tactic #14: Add Semantic Markup Goal: Increase keyword rankings Time to See Results: 3 ( 1-5 scale) 1 is least amount of time Impact: 5 (1-5 scale) 1 is most impactful KPI : # of keyword rankings Implementation Cost: 3 (1-5 scale ) 1 is least expensive 28

29 Add Semantic Markup Add schema.org markup for: Products Places Recipes 29

30 Results Potential Search Queries 12,096 Assumptions: 12,096 monthly search queries 22,000 monthly search clicks $1 in sales per search click Search Queries +10% 13,305.6 Search Clicks 22,000 Projected Clicks 24, Clicks per Query 1.82 Clicks per Query 1.82 Projected Revenue $22,000 Revenue $24, Tactic #15: Create Link Worthy Content Goal: Increase site s popularity Time to See Results: 5 ( 1-5 scale) 1 is least amount of time Impact: 1 (1-5 scale) 1 is most impactful KPI : # of inbound links Implementation Cost: 5 (1-5 scale ) 1 is least expensive 30

31 Link-Worthy Content 31

32 How to Attract High Quality Links More Tools & Resources Google s Webmaster Academy developers.google.com/webmasters/ Google s SEO Score Card Google s SEO guide Distilled.net/linkbait-guide/ SEOMOZ s OpenSiteExplorer Buzzfeed.com Complimentary SEO ebook Get this presentation and a complimentary SEO ebook Leave your business card or Send me an at hamletb@hamletbatista.com. Please use as subject Shop.org Bootcamp I welcome your feedback about the speech! Blog LinkedIn 32